Crayola

Crayola is one of the most recognizable names in children’s art supplies, known around the world for its iconic crayons. The brand began in 1885 as an industrial pigment company and introduced its first box of crayons in 1903 under the name Binney & Smith. Over the years, Crayola’s branding has gone through many evolutions that reflect changing trends as well as new products.

While Crayola continues to expand, most recently into digital platforms with a suite of creative apps, their visual identity has remained largely unchanged since 2006. This brand refresh aligns Crayola with current visual trends and supports its growing digital presence. It's designed to connect with a new generation of users while staying grounded in the elements that have made the brand so recognizable.

The new logo is a clean, modern update that replaces the previous version’s early-2000s three-dimensional effects. The wordmark introduces a sense of playfulness through slightly off-kilter letterforms. Details like the single-story “a” and the curved descender on the “y” mimic handwriting, improving legibility for young children. The new logomark is a crayon shape that preserves a sense of Crayola’s origins as the world continues to shift toward digital media. On packaging, it also serves a functional role as a window to showcase the products inside.

The brand colors are refreshed but not reinvented: the two new shades of green in the primary color palette are almost identical to the brand’s previous greens, while the yellow is distinctly lighter and brighter. The secondary color palette is made up of vibrant rainbow colors that blend into a smooth gradient on both screens and print media.

A new tagline “The Power of Creativity” accompanies the visual update and was directly inspired by Crayola’s existing mission and values. It captures the brand’s long-standing commitment to creative expression and its belief in creativity as a force for inspiration and positive change.

This refresh maintains Crayola’s strong brand recognition while providing a more current visual identity. The result is a system that respects Crayola’s legacy and positions it clearly within today’s creative and digital landscape.